Tourism Marketing for Developing Countries [electronic resource] : Battling Stereotypes and Crises in Asia, Africa and the Middle East /
Avraham, Eli.author.
Ketter, Eran.author.
Tourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists .
Description based upon print version of record.
Cover; Tourism Marketing for Developing Countries; Contents; List of Figures; Acknowledgments; Introduction: Tourism Marketing for Developing Countries; Overview: the challenges in attracting tourism for developing countries; The current book: goal, layout, uniqueness, target audience; Research design: research questions, methodology, data analysis; Qualitative content analysis; The book's layout; 1: Perceptions, Stereotypes and Media Image of the Developing World; The public and media images of a destination; Destination's public image; Types of destination's public image
Factors influencing a destination's public imageEvaluating a destination's public image; Developing countries' public image; Destination's image in the mass media; Measuring images of destinations in the news media; Constructing the developing world as "other" in the international media; Chapter summary; 2: Factors Influencing the Media Image of Developing Countries; The international media and the world system; Factors influencing developing countries' media image; The geographical distance of the developing world from the international media headquarters
Problematic news definitions of the developing worldThe small number of reporters allocated to cover the developing world; The developing world covered by Western journalists; Residents of the developing world are not perceived as the target audience of the international media; The low social-political-economic status of the developing world; Developing countries insufficient public relations efforts; Chapter summary; 3: Marketing and Destination Branding; Place marketing; Destination marketing; Marketing destinations which have a negative image; Destination positioning and branding
Definitions of destination brandingThe brand's components; From theory to practice in destination marketing; Actors and stakeholders in managing a destination's image; DMO and strategic image management/brand management; The vision of the destination and associated values; Principles for running a tourism campaign; Identifying the destination's characteristics; Defining the target audience and the campaign objectives; Setting up the campaign's components; The destination's name; The destination's logo; The destination's slogan; The destination's visual symbols or icons
Promotion and tools for delivering campaign messagesAdvertising; Direct mailing/marketing; Sales promotion; Public relations and public diplomacy; E-Tourism: marketing tourism on the World Wide Web; Guidelines for success in destination marketing; Evaluating campaigns, branding processes and media results; Chapter summary; 4 Tourism Marketing for Destinations with Negative Images; Image restoration; Crisis communication management; The multi-step model for altering place image; Destination marketing goals; Media strategies for marketing places in crisis
Media strategies to focus on the source of the message
Includes bibliographical references and index.
Tourism Marketing for Developing Countries examines media strategies used by destinations in Asia, the Middle East and Africa to battle stereotypes, negative images and crises in order to attract tourists .
Leadership.
International business enterprises.
Marketing.
International economics.
Tourism.
Management.
Development economics.
Business Strategy/Leadership.
International Business.
Marketing.
International Economics.
Tourism Management.
Development Economics.